02 May 2014 BAYV Crowned Winners at the European Performance Marketing Awards
At this year’s European Performance Marketing Awards Buy As You View (BAYV) scooped the award for ‘Best Search Campaign’.
The ‘Best Search Campaign’ category took into account natural, mobile and paid search campaigns. The judging criteria looked at the proficient and successful management of a performance based search strategy within these boundaries. Working with digital experts, iProspect, BAYV created a search campaign that mapped out the precise geographical areas that BAYV operated in to deliver optimal ‘pay per click’ (PPC) results. The overall result was an increase in the quality of leads and a reduction on the total cost of acquisition from £49.47 to consistently under £10.
Commercial Director of BAYV, Greg Gaffney, commented: “Prior to working with iProspect, PPC didn’t really cost in due to the unique geographical layout of our business – we need good quality leads but only from footprint areas where we are able to service customers. To give you an idea of how precise the targeting needs to be, we might service one part of a postcode sector but not the other.”
Gaffney continued: “iProspect mapped out our catchment areas based on their longitude and latitude points to create what is an incredibly granular ad campaign, giving us the very best return on our spend and allowing us to promote our service to individuals with a need for an alternative to mainstream credit.”
The European Performance Marketing Awards are widely recognised as the authority within the industry, underpinned by a powerful judging panel made up of industry professionals carefully selected for their extensive experience within this sector. As award winners BAYV joins an elite group that includes household names, Tesco and ING Direct.
Winning any of the twenty-five categories is a real achievement. Ben Slatter, Partner at Rutland, said: “The whole team here at Rutland joins with me in congratulating BAYV on this outstanding achievement. This award marks a significant milestone in the turnaround of BAYV and we are proud to be a part of the recovery of the business.”